Analysis of golf apparel purchase decisions using the extended model of goal-directed behavior

• Jee Hoon Han

  Department of Sport Industry Studies, Yonsei University

• Hye Ji Sa

  Department of Sport Industry Studies, Yonsei University

We surveyed the golf fashion apparel purchase decisions of 270 golf players in Korea using the extended model of goal-directed behavior. Frequency, confirmatory factor, reliability, correlation, and path analyses were performed and structural equation modeling was used to analyze the data. Attitude, subjective norms, and perceived control were not significantly associated with golfers’ desire in relation to apparel purchase decisions. However, positive and negative anticipated emotions and prior knowledge positively impacted their decisions, and prior knowledge and desire were positively associated with their purchase intention. Golf fashion apparel was purchased for users’ own benefit, as a need-based emotional decision based on prior information, as opposed to being a spontaneous purchase made to attain greater social status. An increase in the demand for golf apparel purchases leads to an increase in golf participation, which will have a positive impact on the popularization and growth of the golf industry in Korea.

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